Summer 2006

A Message from the President

Data-Based Decision Making Part I:
What You Need to Know

Benchmarking: The Best Practice That Reveals Best Practices

Web interFace 101: Making The Most Of Your Institution’s Web Site

Cornerstone of No Child Left Behind
Legislation Shows Early Promise

Instructional Coaches: Roles and Titles

Rethinking Education in a Flat World

HA Digest

 

Jonathan Weindruch, MBA
Web Consultant
Part I | Part II | Part III | Part IV

The higher education industry has never been so competitive. Today, almost all educational institutions depend on tactical marketing strategies to maintain or better-yet to increase their yearly student enrollment numbers. Indeed, the survival of an institution can depend on how well it recruits students. Without adequate yearly enrollment, revenues will most likely decline yielding unsatisfactory financial results.

Best practices for recruiting students have changed dramatically in recent years. While traditional marketing methods, such as direct mail and trade shows, have been used to market to prospective students, these traditional methods are often costly and time consuming. For example, if there are 10,000 prospective students attending an education fair/trade show, how many of these students would an exhibiting college actually be able to enroll? Consider the time required of the admissions officer of the institution to present and promote the institution verbally to each prospective student at the trade show.

The Internet has changed the way educational institutions recruit students. Specifically, the Internet channel for a higher education institution is a vital medium for reaching prospective students. At work 24 hours a day, 7 days a week, with a worldwide presence, multiple forms of marketing strategies can successfully be exploited through the Internet:

• Institution Web site
• Search engine marketing
• E-mail marketing
• Advertising on third party Web sites

Because the first point of contact with an institution for a prospective student is often on the Net, an institution should take special care to design and develop a Web site that accurately portrays its brand. Of course, the Web site development process assumes that your institution has a brand. In many cases a Web site project prompts organizations to ask larger questions that relate to the institution’s brand, mission, and vision.

Whether or not intended, an institution’s Web site communicates a brand and vision. Some key questions to ask when developing or reworking a Web site include: How does the Web site convey your institution's image/brand? How do prospective students perceive your institution? What does the functionality of your Web site say about your desire to engage prospective students in a dialogue? In short, does your Web site allow you to initiate and develop a relationship with prospective students as they explore their higher-education options? These are some important Web site features to consider:

• Exclusive web site section for prospective students – Give prospective students their own section on the Web site to let them know they are valued as an audience and to communicate information of particular importance to them. Allow prospects to create a profile and log-in to access premium content or features.
• Contact forms/e-mail newsletter sign-up to capture prospective student contact information and e-mail addresses – Always look for ways to identify and to engage your Web site visitors in communication. A lot of traffic on a Web site is a great sign. It is better to have a site comprised of visitors who are willing to reveal/disclose their contact information so you can engage them in a dialogue about the application process.
• Online application process – Streamline operations and give students an easy way to apply to your institution through an online application process. Online applications save time and money for both students and institutions.
• Blog/discussion boards or other features to foster online community – Connect prospective students with current students. Allow prospective students to communicate with each other before they arrive on campus. In short, the more relationships/community you can foster on your Web site, the better chance prospective students will return. Make your Web site a destination for dialogue – not just a convenient place to read a brochure online.
• Virtual tour – Virtual tours allow you to show off your institution’s facilities, campus environment, and people. A virtual campus visit often initiates a physical campus visit.
• Site search engine – All institutional Web sites should have a fast and accurate search engine to help prospective students quickly find information. Don’t forget to review your server logs to see what prospective students are searching for - you may be surprised.

Though higher education Web sites will never completely replace printed brochures, course catalogs and a physical visit to the campus, Web sites are a key medium for reaching prospective students. The Internet should be viewed as a medium that complements other traditional communication channels. By taking the time to consider how your Web site represents your brand, engages prospective students through interactive features, and complements traditional marketing methods, your institution can stay one step ahead in the race to reach prospective students.

This article is the first in a series of four articles on Web site strategy for higher education institutions. The next article will discuss search engine marketing. Though a lot of resources can go into building a Web presence, your Web site will not reach its potential unless prospective students can actually find the site in search results. We’ll take a close look at Google to explain options for maximizing exposure in Google’s natural search results, as well as Google AdWords keyword advertising.

Read Part II of this series...

Jonathan Weindruch is an independent consultant who has collaborated with Hezel Associates on several Internet marketing strategy projects. He has consulted with Diné College, Vanderbilt University, and the Tennessee Higher Education Commission. Jonathan, a Fulbright scholarship winner, graduated magna cum laude from Vanderbilt with a major in economics and he also has an MBA from Vanderbilt with a concentration in general management. He is the owner of Websults, a Web site strategy consulting firm.

For questions or comments please contact Jonathan Weindruch.